Branded Content

Michael Letsche

Selling bold ideas up the chain

How a focus on business problems helped BMO take on a risky marketing initiative.

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How BMO is fishing where the fish are

One of the bank’s top marketers offers a look at how its partnership with Vice Money came to life.

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When social content does the heavy lifting

Here’s how three brands are laddering up their branded content to make sure it links back to business results.

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Telus assembles a team of storytellers

The telco moves into online docs that highlight the social causes it champions.

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The List: Wattpad’s evolving influence

We’re rolling out our choices for the top news-making and innovative companies of the year. Here, we look at the platform’s strategy for global content partnerships.

Carmilla

U by Kotex makes a movie

The popular Carmilla web series will be made into a feature film next year.

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HBC collaborates for beauty

The “You Can” platform brings the in-store makeup artists from multiple brands together for a series of tutorial videos.

RBC

RBC’s deeper dive into film

The brand’s marketing evolves with new doc spots featuring Team RBC golfers sharing the sport’s challenges.

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Dos Equis finds new ways to be interesting

Sandbox’s first major Canada-specific work for the beer is a branded content series putting people into extraordinary jobs around the world.

Pacific Content

Enter the branded podcast

Millennials are hooked on the digital version of old-timey radio serials. Here’s how brands are playing along.

angela cuneo

Culture shock

L’Oreal, Mondelez and FGL sports are trying to infuse new thinking with a jolt of hands-on learning.

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Creating killer branded content: Five lessons from BCON Expo 2016

From working with influencers to taking cues from TV pilots, here are some key takeaways from yesterday’s conference.

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How RBC brought its millennial series to life

Canada’s biggest bank went for entertainment over the hard sell with V Morgan is Dead.

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Johnsonville Sausage bets on reality

A first-ever partnership with Chopped Canada goes after food enthusiasts interested in new ingredients.

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Branded content gets real (and pays for itself)

A look at who has moved beyond test-and-learn to make compelling content part of their business model.